Grain de café

An online store offering first class coffee from around the world, graindecafe.com achieves a turnover of more than 15,000euros each month by selling to both businesses and consumers.

Grain de cafe (Coffee Bean) selects and offers its customers the best in international and local coffees, plus a selection of in-house roasted coffee blends, it didn’t take long for their site visitors to wake up and smell the coffee! After the first order they keep coming back, not just ordering their favourites but trying new flavours and mixes too - all the better for their average order size!
With an exceptional conversion rate of nearly 6%, Grain de Cafe have capitalised on the internet and created a direct and privileged relationship with all their clients. Their aim is to educate coffee amateurs to the delights on offer, whilst providing everything that the experienced coffee connoisseur could ever want; artisan, roasted coffees from all over the world, all available in a variety of formats. The results of their efforts speak for themselves, and their slogan rings true, “The best roasted coffee for you!"

In 15 years, graindecafe.com has become the reference for quality online coffee and has extended its product range to teas, chocolates and biscuits.

The key to their success:

Frédéric Bonnac, their website manager, explains the 3 main levers to their success:

An effective acquisition strategy that increases the number of quality visitors and therefore, sales

We use 5 online traffic sources to take our coffee to a wider audience:

Google AdWords: We entrusted our paid SEO to the Actinic experts and the campaign they ran achieved excellent results, an ROI of up to 22 euros for every euro spent!

Search Engine: More than 5,000 highly qualified visitors come to our site thanks to our search engine optimisation (tags, titles, product pages, menu, etc.) The Actinic solution is designed with SEO in mind giving us the opportunity to position ourselves on the first page of Google for our targeted keywords.

Price comparison sites: Nearly 10% of our turnover comes from orders placed via Google and Le Guide. It’s very easy to export our catalogue to a variety of price comparison sites. With the help of the analytical tools in the Actinic back office we’ve been able to identify the most profitable products and create new sales.

Mobile: We have increased our turnover by almost 3% by activating the mobile version of our online store.

Facebook : We exported some of our catalogue to Facebook, again, really easy to do with Actinic, just a couple of clicks! This gave us greater visibility and helped us develop better promo offers. Once we’d created quality traffic we knew what to offer visitors when they arrived on our site to convert them into buyers!

Well thought out organisation of our to content so it creates sales regardless of the acquisition source

Thanks to the quality and organisation of our site content, we have an amazing conversion rate of nearly 6%, three times the average!

Our homepage, is based on a design model that Actinic proposed and is high performing. It follows all the best practices and is structured into 4 main sections which enable us to provide a maximum of useful info to all our targets (individuals, professionals, deal hunters, coffee and tea addicts!.

A slide show across the page to highlight a selection of products; best-sellers, introductory offers, themed box sets, etc. that we hope to make the most profit from. On the left hand side we spotlight a special offer and on the right we reassure our visitors with our 4 payment methods.

An area dedicated to the presentation of our new products and promotions. This space helps whet the appetite of our coffee enthusiasts and encourage visitors to try new flavours, especially as our best-sellers are just above this space!

An area dedicated to our flash sales which focusses on our limited offers. These help us quickly sell off our ‘bin-ends’ and clear stock before we reorder.

An informative space detailing our house specialties. We offer more than 25 varieties of the most gourmet coffees and use this area to describe our blends. Customers can also choose their coffee depending on what they have to prepare it - cafetiere, capsule, filter, coffee/espresso machine, Turkish coffee, pretty much any form you can think of! As a little extra, to encourage bigger baskets and B2B sales, shipping is free for orders over 5kg - this is definitely paying off as our average order is 75euros!

There’s also a search bar above our menu, making it easier to access our catalogue of more than 360 products. We also have a specific tab for B2B registration - a simple form so businesses can benefit from tailored services and rates. Finally, at the bottom of the page, we display all the trust elements needed to reassure and convert visitors, info about the company, addresses of our physical store and restaurant, product guides showing off our expertise and our loyalty programs. All in all the structure and organisation of our homepage provides ease of access and all the info needed to trigger sales.

A customer retention strategy that puts informing and satisfying the customer at the heart of our actions

Product information: Our product pages are created with love and are our pride and joy! Full of fun and useful information to trigger sales: facts and figures, coffee lingo, tasting games for fellow aficionados, advice on coffee grinding and on the choice of coffee to suit every taste, etc.

Referral schemes: To expand our customer base, we use referral schemes. A 10% discount when someone you’ve recommended makes an order and 5% for the new customer. For loyal customers we have a point scheme, leading to discounts.

Emailing: The newsletter tool is extremely effective for customer retention, plus we see a direct impact on sales. Our newsletter allows us to maintain a relationship with our subscribers and they can benefit from special offers and flash sales, while we enjoy increased traffic and double our sales two days after sending!

Our turnover is continuously increasing, with over 75,000 clients our customer base also continues to grow and our customers are satisfied as shown by their glowing reviews.
We are delighted that our e-commerce platform allows us to keep growing, adapts to B2B as well as B2C and allows us to easily increase productivity and profitability, with simple management features and powerful marketing tools.

Advantages

An easy to use, complete ecommerce solution (automatic updates and the ability to simply modify our pages and products, etc.) that allows us to grow our business in both B2C and B2B (ability to create several customer profiles with prices displayed with or without VAT according to user profile, targeted email campaigns, multiple payment and delivery options, etc.)

An easy connection to our business management software (accounting, etc) to increase productivity (automated order management and inventory, invoicing, etc.) and allows us to significantly increase our revenue